Portal Strategy – Part I: Engaging Green Consumers on Yahoo!

Yahoo Auto’s Green Center is a powerful auto buying portal focused on hybrid and other eco-friendly vehicles.  Its web pages are packed with engaging content, tools and community features that help users evaluate, compare and find the green car that is right for them.   

Site features target consumer needs at every stage across the purchase funnel – from building awareness of green cars and technology to enabling comparison of available choices to facilitating purchases at the dealerships.  Moreover, Yahoo built the site using relevant proprietary applets such as Yahoo Answers, Groups and News that are used across its portal, while forming partnerships to do the rest.  In doing so, Yahoo is able to integrate best-of-breed tools within the site experience.

 

Yahoo Auto's Green Center

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Green Center Site Features and Partners

Features

Partners/Yahoo Applets
Content  
  Car information including pricing (MSRP and invoice), rebates and incentives, features & specifications, performance reviews, photos and videos JD Powers
Exclusive “Green Ratings” Environmental Defense
Federal and state purchasing incentives HybridCars.com
Gas saving tips; Hybrid newsletter HybridCars.com
Relevant news articles Yahoo! News, del.icio.us
Tools  
  Car comparison  
  Gas mileage impact calculator (consumption, costs, emissions) HybridCars.com, ACEEE's Green Book
  Alternative fuel gas locator US Department of Energy
  Financing (rates + quotes) CapitalOne, CarsDirect, Bankrate.com
  Insurance (quotes) Allstate, Progressive, GEICO
Community  
  Groups Yahoo! Groups
  Q&A Yahoo! Answers
  Opinion polls  
  Most popular/viewed cars  

One of the most engaging tools is the Gas Mileage Impact Calculator which enables direct comparison of vehicles based on gas milage, fuel costs and emissions.  Here I have provided a direct comparison between the Camry and the Camry hybrid.  Note the 2,500 lb reduction in carbon dioxide emissions when shifting to the hybrid.

Gas Mileage Impact Calculator
gasmileageimpactcalculator.jpg

One of the best community features on the site is Yahoo Answers which allows users to pose questions and others to provide answers. Users then select the best answer through popular vote.

Yahoo Answers on the Environment & Ecology


yahooanswers.jpg

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